Technology Alone Won’t Transform Your Digital Experience
Technology has transformed the world. It has changed our lives as consumers, as workers, as employers and business owners — there are very few areas of our lives that have not been touched by the digital transformation around us. In many ways, technology has improved our lives, but it can also be a source of frustration and disconnection when the digital experiences we interact with are neglected.
Technology has unmatched power to provide transparency, real-time engagement and connection, and powerful analytics that can support making our best data-driven decisions. As customers and clients, technology can connect us to the brands we buy from in unprecedented ways: responsive customer service, instant feedback and knowledge databases that can enhance our experience with what we buy. Candidates have seen their experience applying for and beginning a new job transformed by technology. Employees have become connected — for on-site workers, contingent and remote teams, corporate headquarters and everyone in between.
Experience is the new frontier — and because of the total permeation of technology into our lives, our jobs, and our businesses, the challenge for meaningful experiences to be delivered to all stakeholders is critical for businesses preparing for the future.
“For business and HR leaders, the new models are a wake-up call to adapt or risk falling behind in hiring, employee engagement, productivity and product innovation.” — Deloitte, Rewriting the Rules for the Digital Age
In fact, a recent survey found that business leaders said digital transformation risk was their top concern for 2019. In another study, 70 percent of all digital transformation investments did not meet their goals.
Business leaders can’t afford to get digital experience wrong. But many investments made in the leading, most promising and most innovative technologies fall flat because they’re not matched with real commitment to managing change from senior leaders. Oftentimes, investments in technology aren’t mapped to business strategy. Reliance on the technology to transform the digital experience for customers, employees, and other stakeholders alone will fail to meet expectations every time. Even with the promises of automation and artificial intelligence, many enterprises still experience a surprising amount of manual work to be involved with automating the digital experience, at least front-loaded at the start, if not requiring ongoing maintenance throughout the implementation of new technologies.
Transforming digital experience in your organization should be a top priority, but it’s not enough to purchase the most promising solution we can find and press forward to implementation without making other institutional changes to the way we communicate, deliver service, engage employees, and other functions that can be improved by technology, but not created by technology.
Technology alone is not enough to transform your digital experience. It takes experience management (XM) intelligence to link five experience domains that drive your business:
Digital experience is one part of the puzzle. We use this model to assist in visualizing how the different experience domains interact with one another:
It’s possible that investing in technology alone could actually have an ultimately negative impact your employee, product, brand and customer experiences, if it springs up from a siloed department with little insight into the other experience domains.
True digital experience requires true commitment to transformation at all five levels of the domains that drive business.